Promotion 153
tively less. The pull strategy takes time to materialize the fi nal sale, but once the consumers are
motivated, they themselves generate the sale for the organization. When the product has a novelty,
the product is diffi cult to understand and customers are brand loyal and highly involved in the pur-
chase process and take the purchase decision before going to the market for purchase, the company
relies on the pull strategy. Procter and Gamble uses the pull strategy to promote its product.
Apart from these two, sometimes organizations apply the combination strategy by doing push and
pull at the same time. The objective of the combination strategy, on the one hand, is to motivate inter-
mediaries to push the product to the subsequent ...